Enhance your business and bottom line with color.

Color ads can increase the number of calls you receive from prospective customers. Not only are color ads more likely to be seen, they also change the way customers see your business. Advertisers who use color are regarded as more trustworthy and perceived as offering higher quality merchandise or services.*

Use color more effectively.

Check out the color meanings below to see if your customer is communicating what you intend through the use of color in your advertising.

Red

• Excites and motivates
• Suggests energy and sometimes aggression
• Suggests dominance, strength, and power
• Suggests hunger - favored by restaurants (especially fast food) because it stimulates appetite.
• Suggests pain or blood - not typically suggested in medical or dental ads
• Athletic people prefer red
• Effective in impulse buying

Green

• Suggests well-being, freshness, balance, harmony, stability, and security
• Color of growth and rejuvenation
• Referred to as "the thinker's color"
• Reduces nervousness and muscular tension - has a calming effect (Many TV talk shows utilize a green room for guests before they go on air)
• Ideal to use in an environment for sedentary tasks, concentration, and mediation
• Sociable
• Associated with the great outdoors
• Positive in advertising sports-related items
• Suggests money and wealth - typically appeals to the more affluent

Blue

• Most universally favored color
• Color of truth, loyalty, and trust (Ever hear the saying "true blue")
• Suggests control and management
• Intellectual, conservative color
• Reflects education and traditionalism
• Men respond favorably to blue
• Tends to appear bleak if applied in too large of an area
• Pale blue seems to "bother" human eyes and gives a blurred appearance to adjacent objects

Yellow

• Implies temporary and new
• Represents cheer, optimism and vitality
• Stimulates communication
• Babies and children respond to yellow because it is the first color the eye recognizes
• Implies that an item is affordable
• Dominates house wares, furniture, and gourmet cooking
• Suggests motion and activity
• Positive effects on appetites

White

• Traditionally associated with innocence, cleanliness, truth, and purity

Black

• Reflects sophistication, confidence, wealth, and power.

If you want to learn more about using color effectively in your ads, contact your GTA YELLOWBOOK sales representative at (671) 644-BOOK or at yellowbook@gta.net.

* Source: Robert Batemarco, Cynthia Ziment Schlegel, Jane Dennison-Bauer, "Image Enhancement'" Quirk's Marketing Research Review, Article Number 0485, May 1999.